Global luxury leader LVMH explores consumer interest in synthetic diamonds in luxury, via its Maison Fred, which unveils an innovative haute joaillerie set. This project is in line with the strategy deployed by Frédéric Arnault, Bernard’s son, of distinguishing itself through the integration of laboratory diamonds into Tag Heuer’s prestige watches.
LVMH has initiated a process to gauge the interest of luxury consumers in incorporating laboratory-created diamonds into its jewelry and watch ranges.
In recent weeks, Maison Fred, a subsidiary of the number one luxury brand, has organized private meetings with customers in its flagship store on Rue de la Paix in Paris. During these gatherings, it unveiled a new high jewelry set featuring synthetic diamonds in an unusual blue hue, designed to evoke the sea and reflect the founder’s maritime ties. These blue synthetic diamonds are combined with natural white diamonds.
One of the pieces in the collection, a necklace valued at 240,000 euros ($255,000), features a half-carat laboratory-created blue diamond whose color required years of research, according to the Maison.
Asked about expanding the use of laboratory-created stones at Tiffany & Co, another LVMH-owned Haute Joaillerie brand, group CFO Jean-Jacques Guiony said, “Is this a long-term trend that we could develop elsewhere? It’s too early to say,” adding that Lvmh’s bets on artificial stones must be “carefully weighed and evaluated”.
A forerunner in artificial diamonds
Within the far-reaching luxury empire, Frédéric Arnault, CEO of Tag Heuer and one of the five heirs to LVMH, has pioneered the integration of laboratory-created diamonds into some of the brand’s most prestigious timepieces. Among these creations is a $90,000 watch with a crown adorned with a 1.3-carat laboratory-created pink diamond, which was unveiled earlier this year.
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Featured photo : ©Fred
